The Relationship Between Social Media And The Intent To Choice Sustainable Travel: A Case Study Of Generation Z Tourists
Year: 2025
Type: article
Study design: Observational Study
Abstract: In the context of the growing urGenerationcy of sustainable tourism trends due to environmental issues and climate change, the role of social media in influencing the choiceion of sustainable tourism destinations is gaining significant attention. The study aims to evaluate the relationship between social media and the intention of Generation Z tourists to choose sustainable tourism. Using 194 survey samples and quantitative analyses with SPSS26 software, including reliability testing, exploratory factor analysis, correlation analysis, and multivariate linear regression at a 5 percent significance level. The results show that four factors related to social media communication, including information quality, social media advertising, information usefulness, and electronic word of mouth positively influence the intention of Generation Z tourists to choice sustainable travel. Based on these findings, the study offers implications for tourism enterprises and organizations to develop effective communication strategies, increase awareness, and promote sustainable tourism behaviors among Generation Z.
DOI: 10.64252/p8aqaj57
Authors: Bui Ngoc Tuan, Pham Van Phi
Institution: Thanh Dong University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414354237